The Hindu Business Line : Future Brands to retail private labels in market

New Delhi, Jan. 8 Future Brands, the brand development and marketing company of the Future Group, is all set to launch two private label food brands, Tasty Treats and Fresh ’n Pure, so far retailed at its hyper and supermarkets, into the mainstream FMCG industry.

Tasty Treat, the snacks brand on the lines of ITC’s Bingo, that grew in popularity after the Group’s much publicised row with FritoLay, and Fresh ’n Pure, its staples and dairy brand, are the best performing private labels within the company’s supermarket and hypermarket formats — Food Bazaar and Big Bazaar. In fact, put together, the brands are worth well over Rs 60 crore.

Mr Santosh Desai, CEO, Future Brands, said, “We are currently working on several brands. However, within the foods segment we are almost set to launch our snacks brand Tasty Treat. We are also working on a launch plan for our staples and dairy brand, Fresh ’n Pure.” The company plans to launch the brands into the mainstream by the middle of 2008.

On the various changes that the snacks private label had to go through for its mainstream launch, Mr Desai said, “Well, we decide to launch private labels only once we are sure of their potential through our in-store performances. Tasty Treat has done particularly well as a private label. However, for its mainstream launch we have revamped its packaging, the logo, and given it a completely new look.”

The company will also introduce an expanded product line under the Tasty Treat brand name once the initial launch and product roll-out is done. The company is expected to create the brand into a wholesome processed food brand that could include products such as ready-to-eat snacks.

On the staple brand Fresh ’n Pure, that has dairy products such as butter and cheese also, Mr Desai said that Future Brands was in the process of revamping the entire brand image and was planning to launch the brand later this year.

In fact, Future Brands plans to spend Rs 60 crore annually on revamping and launching private labels of the group into the mainstream.

Industry watchers say that price will be an advantage for the brands, since they are primarily private labels that are priced 10-12 per cent below the prevailing market prices. However, creating a distribution network as strong as that of companies such as ITC, HUL and dairy companies, with similar product lines, is going to be a challenge, they say.

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